Illocutionary Speech Acts in the Discourse of Advertisements in Sindo Newspaper

Abstract

This study aims to describe (1) the types of illocutionary speech acts used in the advertisement discourse in Sindo newspaper; (2) the story strategy contained in the advertisement discourse in Sindo newspaper; and (3) the background context, participants, objectives, action sequences, keys, tools, norms, types in the use of illocutionary speech acts contained in the advertisement discourse in Sindo newspaper. This research is qualitative research with a descriptive design. The data of this research were illocutionary speech acts in the discourse of Sindo's daily advertisements which were grouped based on the type, strategy, and context of the speech act. The results of this study were in the form of classification. The dominant illocutionary speech act found in the advertisement discourse in Sindo newspaper is directive speech acts. Then the dominant speech strategy in the advertisement discourse in Sindo newspaper is the strategy of speaking pleasantly with positive politeness. Furthermore, the advertisement discourse in Sindo newspaper uses the context of SPEAKING, but not all of it exists because advertisements take the form of written advertisements. The situation and place (setting and scene) cannot be determined because the ad is not an audiovisual ad that can be seen from the situation and place where the ad is displayed. The psychological situation of speech cannot be seen because advertisements are in written language, the psychological situation of ad speakers is not visible.